While several magazines are focussing on cost cutting by discontinuing their supplements, reducing the size and quality of their magazines, Cosmo Woman has got a whole new look. Apart from increasing the number of pages and using better quality paper from 80 gsm to 105 gsm, the cover price of the magazine has also been revised from Rs 30 to Rs 50 with effect from the January issue.
Explaining the need for the revamp amid the slowdown, Dinesh Varyani, Director - Marketing, Cosmo Woman, said, “This revamp was necessary as Cosmo Woman has been on the stands for four and a half years now and has been constantly evolving. This culmination was inevitable at this stage of the magazine’s life. As in the case of earlier changes incorporated and well accepted in the magazine, the current revamp and repositioning has already been appreciated by the readers, brand managers, marketing managers, media planners and buyers.”
Varyani further said, “As part of the revamp, with its insightful articles and a lively flavour, Cosmo Woman ensures that the overall appearance and experience of the magazine is at par with the best lifestyle magazines in the industry.”
Elaborating on the distribution channels, Varyani said, “Along with regular distribution channels like street vendors, airports, newsstands, bookstores, etc., Cosmo Woman was made, and will continue to be, available at prominent areas in metro and semi-metro cities of Mumbai, Delhi and Bangalore. Based on an extensive diligence to ensure the desired response from the desired target audience, the magazine is made available at salons, women gyms, gynaecologists, dermatologists, paediatricians, 5 and 7 star hotels, clubs and gymkhanas, among other places.”
“An advertising campaign is being designed to connect to the contemporary consumers’ passion for lifestyle. It is in the process of being widely promoted through outdoor, print and radio communications to highlight the revamp associated with the magazines fresh lifestyle format,” he added.
Commenting on the new content of the magazine, Varyani said, “The redesigned magazine has contributions from writers from across the globe, from international fashion centre cities like Paris, Milan and Los Angeles, along with resident writers on international trends in fashion lifestyle and beauty.”
Cosmo Woman is a standalone publication and was launched in October 2004 from Mumbai in the tabloid format. The magazine was converted to A4 size in March 2005. There were changes brought in the magazine content from time to time, responding to the market feedback and readers’ response. In continuation to this evolving process, the magazine has been repositioned with effect from January 2009.